The Raleigh chapter of AIGA just wrapped up their last “Home Grown” luncheon for 2012 with a presentation on social media with Gavin O’Hara, Global Social Media Publisher for Lenovo. The computer tycoon is in the process of reinventing their brand, with a fresh, fun, and exciting new approach to marketing their machines. O’Hara’s presentation dealt primarily with using social media as a way to shape your branding.You may not know Lenovo the company, but you have probably come across their products, the reliable Think Pad laptop and their new versatile Yoga tablet PC. O’Hara is hoping to change the company’s lack of name recognition by using social media to connect the company to the people who use their products.“The overall goal (to social media) is storytelling,” explains O’Hara.By incorporating the subject in unusual and interesting events, your product can stand out and leave lasting memories with your viewers.Social media allows you to become causal, and have some fun with your audience in way press releases won’t allow for. It is a great way to engage your viewers as well as a way to get feedback from them. Social media is often times your first line of defense against any negative P.R. O’Hara suggests that you can learn from hate comments, and often times these complaints are helpful ways to improve.There was a lot to learn, a lot of laughs, and of course a lot of food at the “Home Grown” event. We really enjoyed getting to listen and talk with the folks from Lenovo. How often do you get to take a picture with a “real live” jackalope?